In this episode, I take you behind the scenes of my Market Like a CEO™ launch, breaking down the 90-day runway strategy, the surprising metrics (hello, 84% checkout rate!), and how creating from overflow, not scarcity, changed the game. If you're ready to learn how to sell a new offer in today's trust-recession climate, this one's for you!
Why You Should Listen:
- Learn How to Build Trust in a “Trust Recession”: Discover why a 90-day launch runway was critical for building trust, reducing buyer risk, and creating a calm, steady sales experience.
- Get the Data-Backed Strategies That Work: Find out how a single Instagram carousel turned into a high-converting messaging guide, and why a simple waitlist strategy led to a 14% conversion rate.
- Understand How to Sell a New Offer (Without the High-Pressure Hustle): Learn how creating from overflow, not urgency, can transform your launch energy and help you sell more authentically.
- See the Metrics That Matter: From an 84% sales page-to-checkout rate to 55% of sales coming from email, get real data you can apply to your next launch.
If you're selling in today’s market, you need to hear how a 90-day runway and high-trust messaging made this launch a success, listen in for all the details.
Want to learn more about Market Like A CEO™?
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello there and welcome back tothe podcast.
I am really excited about thisone because as we've been
talking about the perception gapand really what goes into that,
I thought, what better way toreally bring this to life than
to take you behind the scenes ofmy most recent launch of market,
like A CEO, and talk about thedata that I'm seeing that really
(00:20):
influences a lot of what we'retalking about during these.
Season, so this is gonna be atwo part short series because
I'm pulling back the curtain onthe latest launch for market
like a CEO, like I mentioned,and giving you the real
unfiltered breakdown of whatworked, what didn't, and the
biggest lessons I'm taking withme into the next launch.
So let's be honest, it's.
So easy to see a successfullaunch from the outside and
(00:44):
assume it's just about the salesand that everything is working
well, especially when you seethings going good.
And don't get me wrong, this wasa really successful launch.
I'm really proud of it and Ican't wait to break down the
mechanics of everything.
Um, but I'm also really excitedto share with you about how I
really approach this launchdifferently than how I've ever
launched in the past eight yearsof my business and really, uh,
(01:06):
how specifically selling a newoffer.
Right now in today's climate isall about building trust.
It's all about shifting beliefs.
It's all about, um, honoring thepace at which people are making
decisions right now, and how Ispecifically was able to reduce
that perceived risk to reallyhelp my audience see themselves
(01:27):
in the solution that I wasoffering.
So in part one, we're gonna bedigging into why.
I took a 90 day runway toselling this offer and how that
really changed a lot of thingsfor me and why I felt that was a
really good move.
The strategies that worked waybetter than I had expected, the
numbers that really blew my mindand the surprises that really
caught me off guard.
(01:47):
But listen, this is just thefirst half of the story and part
two, I spill on what didn'twork, the mistakes I made in
exactly what I'm doingdifferently next time.
So that you don't want to missthis one or the next one.
So make sure to listen to bothparts.
So let's get into the behind thescenes.
And before we get into today'sepisode, I just have to again
say thank you.
Y'all have been showing up andshowing out on Apple Podcasts,
(02:09):
leaving reviews on Spotify, andI just really want to take a
moment to say thank you.
Um, so I wanna give a shout outto Style by Tiffany o.
She said, truth and honesty.
I've been listening to theDrisha Said podcast for years.
I've enjoyed watching her growthand evolution throughout the
years.
I.
This season is her best one yet.
I'm like, oh, thank you, girl.
(02:30):
She's still snatching edges andkeeping it real, but it's
different.
There's a sense of peace.
This season was really resonatedwith me as she spoke about how
we tend to abandon ourselves andI can relate to that.
Thank you for always being youand being my coach in my head.
Tiffany, thank you so much.
Um, it just means the world tome that you guys take a moment
to.
(02:50):
Leave a review and leave yourthoughts for this podcast.
Uh,'cause that's how new peopleare able to discover it.
You know this or it organicallygrows because you share it with
a friend or it gets promotedover on iTunes.
So, um, if you do take a momentto leave a review, it means the
world to me and I look forwardto giving you a shout out on an
upcoming episode.
So let's get into this.
I have my notes, uh, handnearby.
(03:10):
If you're watching this onYouTube, you will see I am on my
couch, honey.
Okay, this is raw, unfiltered.
It's a, you know, no makeup on,but I wanna give it to you
straight.
So let's get into it.
Okay.
So let's start with, you know,what worked and the strategy,
the wins, and the surprises.
So, first thing I really wannaset the tone is, is like how I
approach this launchdifferently.
(03:32):
The biggest thing for me aboutthe launch of this offer was I'm
in a really beautiful, steady.
Steady place in my businessright now.
And I think that when you arecreating something from a place
of steadiness, it changes yourentire energy and it and changes
your entire relationship aroundlaunching and selling something
new.
And I think that that issomething I really want to set
(03:54):
the tone with and reallyestablish this with, because I
created this offer, not out ofdesperation.
I created this offer not from aplace of I have to make money.
Not from a place of pressure onthat I was putting on myself or
pressure that was happening inmy cash flow or making payroll
or trying to figure out overheadexpenses in my business.
I, and I think when you cancreate something from that
(04:16):
place, it just felt like theearly days of like when I very
first started my business and Iwas creating this offer purely
out of.
Creative overflow.
I created this because it was aneed I was consistently seeing,
you know, as I've been workingwith all of my private
one-on-one clients, messaging issomething that I work on with
every single client that I workwith because a lot of the time
(04:38):
people think it's their offer.
If they're having a difficulttime with their sales page,
converting, if they're having adifficult time.
Even reconnecting with theirmarketing and figuring out what
to say in their sales emails ortheir sales, you know, in their
social media posts.
A lot of the time there is adisconnect that is happening
with the messaging, which makesit difficult to do any of those
sales related actions.
(04:59):
And messaging is such a corepiece of what is the disconnect
in people's businesses.
So I knew that that was a commontheme that I was seeing and it's
just something that I think I.
When people think of Isha Hawk,they think of messaging.
They think of, you know, lean,they think of profitability,
they think of increasing, takehome pay.
It's like a core pillar thatpeople associate with me.
(05:19):
So I wanna say that like, Ithink that is something I'm
really grateful for, that I wasin a season where I was creating
from a place of overflow, notfrom a place of scarcity or
pressure or performance.
And that was a huge shiftbecause it allowed me to create
an offer.
That really was just me in myelement, not me trying to
(05:39):
perform for the algorithm or notme trying to.
Uh, perform out of pressure tohit cashflow requirements to
make payroll or to like, youknow, get through some financial
crutch.
And that really did change therelationship with the launch
because I didn't feel rushed, Ididn't feel like I needed this
hail mary activity.
You know, like I just didn't gointo the launch so tight and so
(06:01):
stressed.
Um, and I also, the reason why Icreated this offer market, like
a CEO, it was a brand new offer.
You know, I've taught messagingin all of my core group coaching
programs, but from a differentlens.
You know, I taught messagingspecifically for people who are
selling group programs, and Itaught, you know, I teach
messaging in my privateone-on-one offers, but I've
(06:21):
never had a consolidated place.
That really breaks down themechanics of just messaging and
helping a student who's goingthrough the course decide.
You know, what level ofsophistication they need to be
speaking at within theirmessaging, kind of regardless of
the type of offer they'reselling.
And, um, I was really proud tobe able to create that.
So I created it for a fewdifferent reasons.
(06:43):
I.
One, I created it because it'ssomething that is repeatedly
coming up with my privateone-on-one clients, and I wanted
a centralized resource that Icould give to all of my private
clients.
So instead of me creating thisand only giving it to my
clients, I decided to, this isprobably a good opportunity to
turn this into an offer.
The second reason why I createdit is because I have never sold
a digital course.
(07:04):
That was a true digital courseever in my business.
I have always sold offers thatcame with live coaching
components as part of the coreoffer.
I've never just like created adigital course to just sell it
as a digital course.
So it was something that's beenon my like parking lot list in
my business for years, and it'ssomething I wanted to test out.
I'm like, what does it feel likefor me to create this knowing
(07:26):
that.
It need, the material needs tobe able to stand alone, even if
it doesn't have a live coachingcomponent attached to it to help
the client achieve the promiseof the offer.
So that was another like kind ofexperimentation that I really
wanted to see how it would land,and I really wanted to see how
my audience would respond to menot selling a high ticket.
Offer that came with closeproximity and higher level of
(07:49):
coaching support built into thecore offer.
I think that's something elsefor me.
You know, um, people havedefinitely look at me as like
the millionaire maker.
They look at me as like thecountry club of the coaching
industry.
I've known, I've been known forhigh ticket.
That's how I've built mybusiness over the last eight
years.
I'm like, what would it looklike for me to sell an offer?
For, you know, less than aroundthe$300 price point.
(08:12):
Um, and see how it performs outthere being a live coaching
component that's built into thecore offer.
And the third thing was thatlike I was totally detached from
the outcome, which again, is areally beautiful place to be in
when you are creating somethingnew.
So I wanna give you thatbackground on why the offer,
setting the scene there.
Um.
(08:33):
And kind of where I was comingfrom when creating this.
So why this launch mattered inthe long game vision.
So again, I really did breakdown why I created this offer,
but I felt it was very timely.
You know, I think a lot ofpeople are noticing this shift
in buyer behavior.
There is a, we, people are kindof coining this, our trust
recession.
People are in a season right nowwhere it's not that people are
(08:55):
not paying attention.
But buyers are just much morediscerning.
They're slower to make a buyingdecision.
They are using higher levels ofcritical thinking before they
swipe their credit card.
And it's like, how do you sellgiven those parameters?
Like and I, so this is somethingthat is a common issue that I'm
seeing across the board for myaudience who is struggling with.
(09:15):
With that as a core problem, andmessaging is the solution to
that.
So my audience really, I wasclear that my audience needed
this, and it felt like a timelything to offer.
I felt very called to do it.
So it was kind of a win-winthere.
So one of the big decisions thatI made was to give myself a 90
day runway to sell this offerinstead of creating a short cart
open launch.
(09:37):
And part of the reason why I say90 days even for a low ticket
offer.
Is because a lot of what isalready being discussed, one,
people are taking longer to makea buying decision.
And if I know that, um, I'mlike, okay, how do I just under
respect that and build that intothe launch cycle versus me
trying to.
(09:57):
Allow my ego to override thatand say, I'm Drisha.
I've been doing this for eightyears.
People should just buy from me.
Which is something that I thinkis a very common private thought
that many of us who are moreestablished business owners
feel, but will not publiclyadmit.
And I'm calling you outta, thisis you.
And if you do feel this way,like, girl, I see you.
Because it's, I think when youhave built a reputation for
(10:19):
yourself and you've been doingsomething for a long time and
people know you for yourreceipts, I think there is this.
This expectancy that we canprivately have that it's like,
well, it's, it's me doing this.
If I launch it, it should sellout within seconds.
Like, I don't get, why am I, Ineed to convince my audience of
this or work with my audienceor, or still have to do the
effort of marketing.
(10:40):
And I'm just going to set, I'mjust here to tell you this.
I made over$6 million in mybusiness.
I still took a 90 day runway foran offer that was selling around
the$300 price point.
Do not let your ego get in theway of what your audience needs.
And we've been talking a lotabout that during this season of
the episode, but I just wannacall that out.
So I did a 90 day, uh, runway'cause I had the time, my
(11:03):
business was steady, cash flowis stable.
Everything right now was goodin, in harmonious.
And again, I didn't put thispressure on myself to do a Hail
Mary activity.
So the reason why I did thisagain, I wanted to give my
audience time to think.
And also to really, again, helpreduce perceived risk, not just
risk as it associated with me oris messaging the actual problem,
(11:27):
but that higher level ofdiscernment my buyer is applying
to their decision making rightnow.
I wanted to give them the timeto really think through, look at
their cash flow, decide if thiswas a problem they wanted to
solve, and I wanted to make surethat I had my own messaging and
my own marketing efforts thatwere influencing that entire
process.
Um, I also really wanted tobuild trust over time, not just
(11:48):
relying on urgency, fast actionbonuses or my reputation to do
the thing to get people acrossthe finish line.
The part of about building trustover time, and we talk a little
bit about this inside of thecourse market, like a CEO, but
it's not just trust in me.
It's not just trust in thesolution that I am selling them.
Those two things are important,but I also really wanted to take
(12:10):
the time to build trust withinthemselves.
And the and and in their abilityto discern whether or not
messaging was something theyneeded to prioritize their
effort, money, and attentiontowards in their own business
and trust their own decisionmaking as it relate related to
that.
And I think that is somethingthat is missing in a lot of
people's launches.
(12:30):
Even when I'm coaching myclients, it's, it's a common
thing that gets o skipped overis how is your messaging and
your marketing and how, whatyou're saying and how you're
talking with your audience inthe process of selling them
something.
How are you helping to teachthem to trust themselves in the
decision making as it relates tothe offer?
And how is your messaging, um,kind of orchestrating that
(12:52):
aspect of the conversation.
And so that's again, part of thereason why I gave a longer
runway, and I'll, I'll breakdown a little bit about that
runway here in just a minute.
Um, the other, the third reasonwhy is because this was a brand
new offer.
Like, I think that, you know,even though I've been in
business eight years, this isstill a new offer in my
business.
A new offer in the sense of theactual solution that it was
(13:14):
providing a new offer in thesense of the price point that I
was selling it at and how peoplekind of relate to me with that
type of price point offer.
And it was a new offer in thedelivery and the fact that it
was a digital course and notlike a group coaching or a
private one-on-one.
It wasn't an, you know, aretreat.
It was a digital offer even fora warm audience.
This was something new theyhaven't seen from me.
(13:35):
So I wanted, I took all thosethings into consideration as to
why I did a 90 day runway.
And I wanna break down kind ofwhat that runway was.
So lemme pull up my notes realquick here so I don't miss
anything.
But really the runway kind ofbroke down into three phases.
I did a list growth and a warmlead runway in the sense of, I
used a messaging guide.
(13:56):
It was an opt-in, um, that wasvery much directly tied to the
core concept of what this.
Course was going to be about,um, which, and even really
before that, before I even madethe messaging guide, I did a
couple weeks of me testing outcarousels on my Instagram feed.
And I noticed that my highestperforming content was around
(14:17):
messaging.
Every time I did a carousel thatbroke down some attribute of
messaging, it would perform like10 times better than all of my
other posts in that sametimeframe.
And that was a, that was a earlyindicator that, hey.
Your audience is really cravingthis type of content, and I
think for me, instead of measking my audience, Hey, do you
guys want me to create amessaging course?
(14:39):
Instead of me asking myaudience, I start framing the
conversation through my contentand I pay attention to the data
and how people react and respondto the content, which really
influences whether or not Ichoose to move that idea.
Forward into an actual offer, orif I choose to move that angle
of messaging into a coremessaging component of how I'm
(14:59):
like shaping the conversationand the narrative when I'm
during a launch.
So I did a few posts aroundmessaging and there was one that
really took off about themessaging shifts that you have
to change when you're going froma thousand dollars offer to a
$10,000 offer and that carouselperformed so well.
So that was like an earlyindicator.
I did a few weeks of justtesting messaging around a
(15:20):
potential idea of what the offermight be.
Okay.
So that, that those carouselsand Instagram content and the
feedback I got from that is whatled me to then turning that
carousel that performed reallywell into an opt-in.
So I took the, the, basicallythe core components of that, um,
carousel and I flushed it out alittle bit more, um, giving some
(15:40):
more, you know, context that wasnot able to be included in the
actual carousel.
And that became a messagingguide opt-in.
Um, which I'll break down.
So that was all part of thewarmup.
There was probably about threeweeks of me just building up,
uh, an interest list based offof messaging and that messaging
guide that was an opt-in to getpeople on my email list.
(16:02):
Once I did that, I went into await list phase, and this was
something that worked really,really well is that this was
really, again, getting thesewarm leads to identify that,
yes, I'm interested in thisspecific thing and like
nurturing my high interestleads.
So I did a full month of drivingpeople to the wait list for the
course and the incentive, I gavean incentive for people to join
(16:23):
the wait list, which I do thinkis really a smart thing to do,
especially right now.
Instead of just saying, Hey,join my wait list, which you
totally can do.
I knew I had a longer runway, soI wanted to create some
incentive as to why somebodyshould join the wait list.
And the incentive that I gave isthat when you join the wait
list, you get early access tolesson one of the course.
So that to me is like a highinterest lead because they're
(16:46):
not just joining the wait list.
Maybe because they're, and theymight be nosy, but it's like
they also now get a taste ofwhat the offer is going to be
before they have to buy it.
And I think that that is, again,something in this trust
recession.
And with AI and with digitalcourses, like, and, you know,
every, you know, there's just somuch information.
So many people have bought somany digital courses that
(17:06):
they've never used and nevereven opened up, which again,
contributes to their perceivedrisk as like, should I buy this
course when I know that I'vebought other courses and haven't
even looked at them yet?
That way I at least was able togive people a taste and also
build that trust.
'cause they're able to see a, ataste of what their course is
going to be like before theyeven buy it.
So that was a really effectivestrategy.
(17:28):
And then I did a one week opencart that was direct sales and
direct conversion focused.
So it was like a social contentkind of validating the concept,
a lead magnet to kind of getwarm leads and kind of see what
that warm lead pool was gonnabe.
A month of wait list that waswith that incentive of early
(17:49):
access to module one and thenopen cart for one week.
So those are the three phasesduring that 90 days, and this is
what worked kind of even moreand further.
So the messaging guide, again,that was a prequalification tool
to validate the idea and get,get those first initial hand
raisers and that eight, eight,about 9% of the people who
(18:10):
downloaded that messaging guideended up buying the course.
So not huge in conversions, butit did support it.
Now, the thing that really didpop off was the wait list.
14% of people who joined thewait list converted.
But the thing that even kind ofopened my eyes even more is that
when we sold the course.
(18:31):
There was also a mini mindupgrade where you could pay
another thousand dollars and youcould join a live messaging mini
mind, which was three groupcoaching calls.
79% of people who purchased theMini Mind upgrade were also on
the wait list.
So when I talk about reallynurturing my warmest leads and
(18:51):
those high interest leads, thatthose high interest doing the
wait list, those high interestleads were the eight, almost
seven, almost 80% people whobought the Mini Mind and
upgraded came from that waitlist.
So it's really not just aholding pin, your wait list, it
gave early access to lesson one,which was game changer, but it
like.
The most interested people whopaid the most money and chose
(19:12):
the upgrade also came from thatemail was really big for me this
time as well.
Um, since coming back fromsabbatical, I've really wanted
to leverage my email list morestrategically.
'cause over the years I havenot, and that was also part of
the test tier to see like how,how much, you know, sales wise,
where sales were coming from.
So 55% of my buyers came from myemail list.
(19:34):
And that just means that 55% ofpeople who bought clicked at
least one email that sent themto the sales page.
So I wanna, you know, highlightthat.
I feel like email was a reallybig strategy here and doing the
wait list.
And, you know, if we look at thewait list, about 14%, the
messaging guide, 9%, um, youknow, a little over 20, you
(19:56):
know, about a quarter of salescame because of a wait list in
the messaging guide.
So that warmup part of theprocess was really important.
And I really layered thecontent, so I mirrored my
Instagram posts.
I really tested all of themessaging for the launch through
Instagram, primarily carouselsand my Instagram, uh, stories,
but primarily in my Instagramnewsfeed posts and my carousels,
(20:18):
and a handful of reels.
The content that performed thebest, I took the same messaging
from those posts and turnedthose into emails.
So it was really a mirrored,there was a lot of like healthy
repetition.
After the messaging was alreadyvalidated on social, I also used
Instagram stories to help conyou know, uh,'cause I know my
warmest leads are watching mystories.
(20:39):
I used those same conversationsand messaging that was working
in my stories, turn those intoemails.
And then also for a short periodof time, I leveraged my podcast,
I would do dynamic ads to sendpeople to the messaging guide,
dynamic ads to send people tothe wait list.
Um, and then dynamic ads whencart was open to send people to
purchase the offer.
So again, I just wanted tocreate kind of, uh, multiple
(20:59):
touch points in this ecosystem.
And again, I think we're in aday and age where it used to be
a time where you could have onechannel, send a few emails and
make, you know, have a sixfigure launch.
Now I look you need amulti-channel approach.
Um, and my multi-channel isInstagram, my podcast, and
email.
That's my like triangle, uh,effect of really where my
(21:20):
ecosystem is.
So that was what really worked.
There was one other metric thatI think blew my mind.
Okay.
Blew my mind.
Out of the people who visited mysales page and actually went,
clicked a button to go to thecheckout page, 84% of people who
viewed my sales page went to thecheckout page 84%.
(21:42):
I don't think I've ever seen anumber that high.
When I even shared that with oneof, uh, my, my, my business
coach, she was like, I havenever seen a number that high of
people who went from a salespage.
To a checkout page.
And I think that that wassomething very telling for me
that first and foremost therewas a high level of interest in
the content, in the offer, inthe solution that I was
(22:05):
providing.
Um, and there's some things I'mgoing to discuss in part two on
what I'll do differently nexttime, but 84% of people who
viewed the sales page.
Went to the checkout page thatlets me know the messaging on
that sales page was spot on themessage, like the positioning of
the actual offer was doing thejob that it was supposed to do,
like that was bananas.
So those are some high levelthings that worked really well.
(22:28):
Um, a few other things that Idid is that towards the end of
the launch, I included a Loomvideo as a quick walkthrough of
the course, like probably 48hours before the launch closed.
Nearly one in five people whowatched, bought the course.
And again, I think this justgoes to show people want to know
what they are buying withouthaving to take the risk of
purchasing it and then not beingable to get a refund.
(22:50):
'cause most of us sellingdigital courses have a no refund
policy.
So people wanna see what theyare going to get.
And I really try to do that inmy content as well, um, in my
storytelling, in my emails, butthen through the wait list with
early access to module one, butalso like show people what
they're about to get.
So I recorded a Loom video.
I'll talk about what I'll dodifferently next time about
(23:11):
that.
And the other thing that reallysurprised me too is that about
52% of people who bought werefirst time buyers to me.
Which also means 48% of peoplewho bought have purchased from
me before.
So there was, I think it waslike a, you know, that was a
good mix of people who werefamiliar with me, who had never
purchased from me before, um,and kind of what their buying
(23:32):
behavior was.
So, I, you know, I think that'sa pretty good tell that the
messaging did a good job ofgetting people who didn't know
me or have never purchased fromme before to get'em to trust me
to want to buy.
But also it let me know too,that this is very much aligned
with my existing audience andlike an issue that they have.
Even if people have bought fromme before that this would be a
reason why they would buy again.
Um, the other reason too, Iwanna say what worked in regards
(23:55):
to why I picked this topic as acourse, and this is a bigger
business model conversation thathas been coming up a lot inside
of the messaging mini mind.
If you are selling multipleoffers, especially if you're
around those critical revenuethresholds in your business like
that, 150 to$200,000 and thenagain at about 350 to$400,000,
(24:17):
those are like criticalthresholds in business revenue
where like fundamentally, yourbusiness model needs to change
in order for you to get to thenext threshold.
And one thing that I did notice.
For myself, part of the reasonwhy I picked this topic is
because private one-on-one rightnow is the nucleus of my
business model.
So any offer that I sell needsto be in service of.
(24:37):
What my most qualified lead isnavigating and dealing with as
it relates to them being aprivate one-on-one client of
mine.
So part of the reason why Ichose to do market like a CEO
and chose messaging as thesolution that was being sold in
the offer, it is also because itis a core issue that many of my
private one-on-one clients have.
And if we can fix this issue, itmakes somebody.
(25:00):
You know, it, it contributes tothe qualification and, um, the
alignment of one a one-on-oneclient would need if they would
wanna work with me.
And I think that that issomething that, you know, if you
do want me to kind of talk aboutthis more in depth, send me a DM
on Instagram or leave it in thepodcast review.
Um, when you publish that on, onApple Podcast, or leave it in
the comments if you're watchingon YouTube, because I do think
(25:20):
there's a bigger conversationabout how do you structure your
offers to support.
Your overall revenue and supportyour business growth.
But how do you do it in a waywithout causing confusion in
your messaging?
Because when you have multipleoffers that are not really
structured together in anappropriate manner, it makes
your messaging very, verydifficult to do and it
convolutes your marketingefforts.
(25:41):
So that was something else Iwanna make sure that I highlight
of what worked is I picked atopic that's still very much
correlated to what my privateone-on-one clients would need,
and what would qualify somebodyto be a private one-on-one
client with me.
But it really builds that in.
Like somebody can take marketlike a CEO, go through the
course and be like, okay.
Kind of, regardless of where,what season of business that
(26:03):
they're in, it just contributesto why they would want to work
with me privately, one-on-one,it doesn't distract from that.
Um, so those, those are some ofthe metrics that worked and what
worked really, really well.
The other thing I thought wasreally interesting was the pace
at which clients were able tofinish the course.
I mean, within, like, I don'teven know a week.
24% of people who bought thecourse finished it.
(26:26):
And I am really proud of thatbecause one, when they finished
the course, I had feedbacksubmission forms in there, five
star reviews across the board.
People were leaving the mostbeautiful reviews.
And I think part of the reasonis, is because I created the
course to be in a, in a, in away where it can be really
digested in about three hours.
Um, but it was very, like everymodule really built upon each
(26:48):
other.
There was a decision that you'dgot, you had to make at the end
of every single module.
So it was very action orientedand it really allowed people to
take what they were learning andimmediately apply it versus
feeling like they were justgetting three hours of a lecture
and still didn't know what to dowith it.
And that was really the feedbackthat I got, uh, about how.
It things finally started toclick for people.
(27:09):
They were able to get outtathese like content ruts that
they had been in where they kindof lost touch with their
messaging, didn't know what tosay anymore in their marketing.
So I'm really proud of that.
Um, so those are some of themetrics that really stood out in
the things that surprised me.
And the final thing I wannareally talk through is like the
emotional side and personalreflection.
So what felt harder than Iexpected?
(27:31):
Honestly, like this launch wasprobably one of the lightest
launches I've ever had.
Um, and I think it reallycontributed to a lot of what I
just shared at the beginning ofthis about, you know, there
wasn't this pressure to perform.
I was totally detached from theoutcome.
I was like, if one person buysthis and it, and it makes them,
you know, gets them the resultthey were, I'm hoping this will
get them.
(27:51):
I'm satisfied if my privateclients can take this.
And it helps them.
Speed up their ability to learnwhat we're trying to navigate in
a private one-on-one.
This is a success.
Um, so I think that me being ina very steady place in my own
business, in a very stable placein my own business and creating
and launching from that was areally beautiful thing.
Um, the other thing that feltdifferent was like leading a
(28:14):
launch without the dopamine hitsof like the old dopamine that I
would get from quick sales.
There were a lot of quick salesthat happened during this
launch, like.
You know, and it feels reallygreat to see those strike
notifications pop up on yourscreen, but my identity has
shifted in my relationship to mybusiness, and it felt really
good to see those strikenotifications and to not be sent
(28:38):
into this extreme high.
Like, yes, I was happy andjoyful every time somebody
bought, I wrote your name downon a post-it note and put it up
on, on, you know, on my wall, inmy office.
And it was a celebratory thing.
As I hit certain metrics, Iromanticized that and I had like
rewards for me at the differentmilestones that I hit.
(28:59):
But it wasn't like this, thisdopamine high.
Like I think how I used tolaunch, when a sale would come
in, I would shoot up through theroof, but if there was one day
and I sent out an email and asale didn't happen immediately,
I would go down to a deep low.
It was like literally like ahigh, you know, like you're, and
then you're like, you know, onwithdrawal like, and I think
(29:20):
that that was something that myrelationship to this launch was
very different.
I think that has a lot to dowith like me going on sabbatical
and all this work that I've beendoing, being in a steady place.
Having a different relationshipwith my business is that good
things can happen and I stillfeel pretty neutral.
Things can go, maybe not asexpected, and I still feel
pretty neutral versus me likehaving these like wild emotional
(29:41):
rollercoaster whirlwinds.
And I think that's a hugetestament to my own growth,
which I'm really proud of.
The mindset shifts that I madeduring this launch is like one,
be willing to be seen tryingagain.
I think as an establishedbusiness owner who has built a
reputation for herself.
Who, you know, I think, um,doing something different that
(30:02):
I'm not used to doing, selling alower ticket offer, which is
like really counterintuitive toa lot of the core messaging
about what I've taught in thepast.
You know, there is a little bitof like, hesitation around that,
but I was like, be willing tosee, be, be willing to allow
yourself to be seen trying andlet go of the ego.
Let go of this.
(30:23):
You know, reputation or whateveryou've kind of tied yourself
into in this box you've putyourself in.
Do what feels good, do what youbelieve is going to be in
service to your audience and toyour existing clients and create
from that place.
And I think that that was areally good exercise for me.
Um, the other mindset shift thatI had go here was, you know,
(30:43):
really just like trusting thelong game, like.
I, I think that in eight yearsof business really does teach
you that like things do nothappen overnight.
And you, you know, I thinkbefore I used to look at my
business in a week by week,month by month thing, I now look
at the business at, in like sixmonth, one year, two year
chunks.
It's like me testing this outtoday is going to be
(31:04):
influencing.
And quite honestly, part of thereason why I am testing this out
is'cause I'm like familyplanning.
Like, no, I'm not pregnanttoday.
But I'm thinking about the nexttwo or three years, what is my
business model going to looklike?
And I'm like using now as atesting ground to see what is it
like selling a digital course?
How does that feel?
You know, is this my, this, willthis potentially be an offer or
(31:25):
a lever that I can pull twoyears from now when I'm on
maternity leave or somethinglike that.
Um, and I think that that issomething that, again, my
maturity as a business owner hasevolved.
That neutrality and my emotionalregulation hit it.
It contributes to that.
And again, I'm in a steady,healthy place in business where
it's like all those things kindof together gives me the calm
and the peace and the ease andthe exhale to, to be able to
(31:47):
play a long-term game versusfrantically doing things month
by month, week by week.
'cause I'm trying, you know,'cause you're stressed out and
you can't even.
You don't even have theemotional regulation or your
nervous system cannot handle youthinking that long term or
making decisions today that willimpact you that long term'cause
you're just trying to getthrough this next week or this
next month.
(32:08):
Um, probably one of the biggestwins here is just staying in
integrity and in alignment.
Um, even if it felt quoteunquote slower than how I
would've perceived like thistype of thing a couple of years
ago.
And I think that that alsoreally was felt by my audience.
Um, the clients that are in themessaging mini mind, like I'm
still getting dms from peoplewho are finishing the course or
(32:29):
who are in the messaging minimind with me, just thanking me
for creating this offer and themjust noticing a difference in my
own energy.
Like one of the per uh, peoplewho bought the course message me
afterwards and she was like, Ireally hope you do a debrief.
Because you felt like thislaunch witnessing, you felt like
you were at such ease.
And I'm like, I'm really proudto say that that was true.
(32:50):
You know, I think a lot of thetime we see people do launches
and it like, are they at ease?
You know, they're portrayingthat, but behind the scenes, you
know, it's chaos and it's a shitshow and there was no shit show
over here.
You know?
It was just easeful.
It was well paced out both forme and I think for my audience,
and that led to reallysuccessful results.
(33:10):
So.
That's the high level overviewof what worked, really, what
surprised me, and what I'm mostproud of for this launch.
Um, in the next episode, parttwo, we're gonna get into the
real about what didn't work, themistakes I made, what I would do
differently next time.
So you can skip the headaches,hopefully learn something from
me as well.
Um, but I can't wait to see youin that, you know, chat with you
(33:30):
in that next episode.
And then also, if there'sanything that you've learned or
if you have any takeaways oradditional questions, please
feel free just to send me a DMover on Instagram.
I would love to continue theconversation, but I will see you
in the next.
Episode just breaking down whatI would do differently, what
didn't work, and I can't wait tosee you there.
Hello there and welcome back tothe podcast.
I am really excited about thisone because as we've been
talking about the perception gapand really what goes into that,
I thought, what better way toreally bring this to life than
to take you behind the scenes ofmy most recent launch of market,
like A CEO, and talk about thedata that I'm seeing that really
(00:20):
influences a lot of what we'retalking about during these.
Season, so this is gonna be atwo part short series because
I'm pulling back the curtain onthe latest launch for market
like a CEO, like I mentioned,and giving you the real
unfiltered breakdown of whatworked, what didn't, and the
biggest lessons I'm taking withme into the next launch.
So let's be honest, it's.
So easy to see a successfullaunch from the outside and
(00:44):
assume it's just about the salesand that everything is working
well, especially when you seethings going good.
And don't get me wrong, this wasa really successful launch.
I'm really proud of it and Ican't wait to break down the
mechanics of everything.
Um, but I'm also really excitedto share with you about how I
really approach this launchdifferently than how I've ever
launched in the past eight yearsof my business and really, uh,
(01:06):
how specifically selling a newoffer.
Right now in today's climate isall about building trust.
It's all about shifting beliefs.
It's all about, um, honoring thepace at which people are making
decisions right now, and how Ispecifically was able to reduce
that perceived risk to reallyhelp my audience see themselves
(01:27):
in the solution that I wasoffering.
So in part one, we're gonna bedigging into why.
I took a 90 day runway toselling this offer and how that
really changed a lot of thingsfor me and why I felt that was a
really good move.
The strategies that worked waybetter than I had expected, the
numbers that really blew my mindand the surprises that really
caught me off guard.
(01:47):
But listen, this is just thefirst half of the story and part
two, I spill on what didn'twork, the mistakes I made in
exactly what I'm doingdifferently next time.
So that you don't want to missthis one or the next one.
So make sure to listen to bothparts.
So let's get into the behind thescenes.
And before we get into today'sepisode, I just have to again
say thank you.
Y'all have been showing up andshowing out on Apple Podcasts,
(02:09):
leaving reviews on Spotify, andI just really want to take a
moment to say thank you.
Um, so I wanna give a shout outto Style by Tiffany o.
She said, truth and honesty.
I've been listening to theDrisha Said podcast for years.
I've enjoyed watching her growthand evolution throughout the
years.
I.
This season is her best one yet.
I'm like, oh, thank you, girl.
(02:30):
She's still snatching edges andkeeping it real, but it's
different.
There's a sense of peace.
This season was really resonatedwith me as she spoke about how
we tend to abandon ourselves andI can relate to that.
Thank you for always being youand being my coach in my head.
Tiffany, thank you so much.
Um, it just means the world tome that you guys take a moment
to.
(02:50):
Leave a review and leave yourthoughts for this podcast.
Uh,'cause that's how new peopleare able to discover it.
You know this or it organicallygrows because you share it with
a friend or it gets promotedover on iTunes.
So, um, if you do take a momentto leave a review, it means the
world to me and I look forwardto giving you a shout out on an
upcoming episode.
So let's get into this.
I have my notes, uh, handnearby.
(03:10):
If you're watching this onYouTube, you will see I am on my
couch, honey.
Okay, this is raw, unfiltered.
It's a, you know, no makeup on,but I wanna give it to you
straight.
So let's get into it.
Okay.
So let's start with, you know,what worked and the strategy,
the wins, and the surprises.
So, first thing I really wannaset the tone is, is like how I
approach this launchdifferently.
(03:32):
The biggest thing for me aboutthe launch of this offer was I'm
in a really beautiful, steady.
Steady place in my businessright now.
And I think that when you arecreating something from a place
of steadiness, it changes yourentire energy and it and changes
your entire relationship aroundlaunching and selling something
new.
And I think that that issomething I really want to set
(03:54):
the tone with and reallyestablish this with, because I
created this offer, not out ofdesperation.
I created this offer not from aplace of I have to make money.
Not from a place of pressure onthat I was putting on myself or
pressure that was happening inmy cash flow or making payroll
or trying to figure out overheadexpenses in my business.
I, and I think when you cancreate something from that
(04:16):
place, it just felt like theearly days of like when I very
first started my business and Iwas creating this offer purely
out of.
Creative overflow.
I created this because it was aneed I was consistently seeing,
you know, as I've been workingwith all of my private
one-on-one clients, messaging issomething that I work on with
every single client that I workwith because a lot of the time
(04:38):
people think it's their offer.
If they're having a difficulttime with their sales page,
converting, if they're having adifficult time.
Even reconnecting with theirmarketing and figuring out what
to say in their sales emails ortheir sales, you know, in their
social media posts.
A lot of the time there is adisconnect that is happening
with the messaging, which makesit difficult to do any of those
sales related actions.
(04:59):
And messaging is such a corepiece of what is the disconnect
in people's businesses.
So I knew that that was a commontheme that I was seeing and it's
just something that I think I.
When people think of Isha Hawk,they think of messaging.
They think of, you know, lean,they think of profitability,
they think of increasing, takehome pay.
It's like a core pillar thatpeople associate with me.
(05:19):
So I wanna say that like, Ithink that is something I'm
really grateful for, that I wasin a season where I was creating
from a place of overflow, notfrom a place of scarcity or
pressure or performance.
And that was a huge shiftbecause it allowed me to create
an offer.
That really was just me in myelement, not me trying to
(05:39):
perform for the algorithm or notme trying to.
Uh, perform out of pressure tohit cashflow requirements to
make payroll or to like, youknow, get through some financial
crutch.
And that really did change therelationship with the launch
because I didn't feel rushed, Ididn't feel like I needed this
hail mary activity.
You know, like I just didn't gointo the launch so tight and so
(06:01):
stressed.
Um, and I also, the reason why Icreated this offer market, like
a CEO, it was a brand new offer.
You know, I've taught messagingin all of my core group coaching
programs, but from a differentlens.
You know, I taught messagingspecifically for people who are
selling group programs, and Itaught, you know, I teach
messaging in my privateone-on-one offers, but I've
(06:21):
never had a consolidated place.
That really breaks down themechanics of just messaging and
helping a student who's goingthrough the course decide.
You know, what level ofsophistication they need to be
speaking at within theirmessaging, kind of regardless of
the type of offer they'reselling.
And, um, I was really proud tobe able to create that.
So I created it for a fewdifferent reasons.
(06:43):
I.
One, I created it because it'ssomething that is repeatedly
coming up with my privateone-on-one clients, and I wanted
a centralized resource that Icould give to all of my private
clients.
So instead of me creating thisand only giving it to my
clients, I decided to, this isprobably a good opportunity to
turn this into an offer.
The second reason why I createdit is because I have never sold
a digital course.
(07:04):
That was a true digital courseever in my business.
I have always sold offers thatcame with live coaching
components as part of the coreoffer.
I've never just like created adigital course to just sell it
as a digital course.
So it was something that's beenon my like parking lot list in
my business for years, and it'ssomething I wanted to test out.
I'm like, what does it feel likefor me to create this knowing
(07:26):
that.
It need, the material needs tobe able to stand alone, even if
it doesn't have a live coachingcomponent attached to it to help
the client achieve the promiseof the offer.
So that was another like kind ofexperimentation that I really
wanted to see how it would land,and I really wanted to see how
my audience would respond to menot selling a high ticket.
Offer that came with closeproximity and higher level of
(07:49):
coaching support built into thecore offer.
I think that's something elsefor me.
You know, um, people havedefinitely look at me as like
the millionaire maker.
They look at me as like thecountry club of the coaching
industry.
I've known, I've been known forhigh ticket.
That's how I've built mybusiness over the last eight
years.
I'm like, what would it looklike for me to sell an offer?
For, you know, less than aroundthe$300 price point.
(08:12):
Um, and see how it performs outthere being a live coaching
component that's built into thecore offer.
And the third thing was thatlike I was totally detached from
the outcome, which again, is areally beautiful place to be in
when you are creating somethingnew.
So I wanna give you thatbackground on why the offer,
setting the scene there.
Um.
(08:33):
And kind of where I was comingfrom when creating this.
So why this launch mattered inthe long game vision.
So again, I really did breakdown why I created this offer,
but I felt it was very timely.
You know, I think a lot ofpeople are noticing this shift
in buyer behavior.
There is a, we, people are kindof coining this, our trust
recession.
People are in a season right nowwhere it's not that people are
(08:55):
not paying attention.
But buyers are just much morediscerning.
They're slower to make a buyingdecision.
They are using higher levels ofcritical thinking before they
swipe their credit card.
And it's like, how do you sellgiven those parameters?
Like and I, so this is somethingthat is a common issue that I'm
seeing across the board for myaudience who is struggling with.
(09:15):
With that as a core problem, andmessaging is the solution to
that.
So my audience really, I wasclear that my audience needed
this, and it felt like a timelything to offer.
I felt very called to do it.
So it was kind of a win-winthere.
So one of the big decisions thatI made was to give myself a 90
day runway to sell this offerinstead of creating a short cart
open launch.
(09:37):
And part of the reason why I say90 days even for a low ticket
offer.
Is because a lot of what isalready being discussed, one,
people are taking longer to makea buying decision.
And if I know that, um, I'mlike, okay, how do I just under
respect that and build that intothe launch cycle versus me
trying to.
(09:57):
Allow my ego to override thatand say, I'm Drisha.
I've been doing this for eightyears.
People should just buy from me.
Which is something that I thinkis a very common private thought
that many of us who are moreestablished business owners
feel, but will not publiclyadmit.
And I'm calling you outta, thisis you.
And if you do feel this way,like, girl, I see you.
Because it's, I think when youhave built a reputation for
(10:19):
yourself and you've been doingsomething for a long time and
people know you for yourreceipts, I think there is this.
This expectancy that we canprivately have that it's like,
well, it's, it's me doing this.
If I launch it, it should sellout within seconds.
Like, I don't get, why am I, Ineed to convince my audience of
this or work with my audienceor, or still have to do the
effort of marketing.
(10:40):
And I'm just going to set, I'mjust here to tell you this.
I made over$6 million in mybusiness.
I still took a 90 day runway foran offer that was selling around
the$300 price point.
Do not let your ego get in theway of what your audience needs.
And we've been talking a lotabout that during this season of
the episode, but I just wannacall that out.
So I did a 90 day, uh, runway'cause I had the time, my
(11:03):
business was steady, cash flowis stable.
Everything right now was goodin, in harmonious.
And again, I didn't put thispressure on myself to do a Hail
Mary activity.
So the reason why I did thisagain, I wanted to give my
audience time to think.
And also to really, again, helpreduce perceived risk, not just
risk as it associated with me oris messaging the actual problem,
(11:27):
but that higher level ofdiscernment my buyer is applying
to their decision making rightnow.
I wanted to give them the timeto really think through, look at
their cash flow, decide if thiswas a problem they wanted to
solve, and I wanted to make surethat I had my own messaging and
my own marketing efforts thatwere influencing that entire
process.
Um, I also really wanted tobuild trust over time, not just
(11:48):
relying on urgency, fast actionbonuses or my reputation to do
the thing to get people acrossthe finish line.
The part of about building trustover time, and we talk a little
bit about this inside of thecourse market, like a CEO, but
it's not just trust in me.
It's not just trust in thesolution that I am selling them.
Those two things are important,but I also really wanted to take
(12:10):
the time to build trust withinthemselves.
And the and and in their abilityto discern whether or not
messaging was something theyneeded to prioritize their
effort, money, and attentiontowards in their own business
and trust their own decisionmaking as it relate related to
that.
And I think that is somethingthat is missing in a lot of
people's launches.
(12:30):
Even when I'm coaching myclients, it's, it's a common
thing that gets o skipped overis how is your messaging and
your marketing and how, whatyou're saying and how you're
talking with your audience inthe process of selling them
something.
How are you helping to teachthem to trust themselves in the
decision making as it relates tothe offer?
And how is your messaging, um,kind of orchestrating that
(12:52):
aspect of the conversation.
And so that's again, part of thereason why I gave a longer
runway, and I'll, I'll breakdown a little bit about that
runway here in just a minute.
Um, the other, the third reasonwhy is because this was a brand
new offer.
Like, I think that, you know,even though I've been in
business eight years, this isstill a new offer in my
business.
A new offer in the sense of theactual solution that it was
(13:14):
providing a new offer in thesense of the price point that I
was selling it at and how peoplekind of relate to me with that
type of price point offer.
And it was a new offer in thedelivery and the fact that it
was a digital course and notlike a group coaching or a
private one-on-one.
It wasn't an, you know, aretreat.
It was a digital offer even fora warm audience.
This was something new theyhaven't seen from me.
(13:35):
So I wanted, I took all thosethings into consideration as to
why I did a 90 day runway.
And I wanna break down kind ofwhat that runway was.
So lemme pull up my notes realquick here so I don't miss
anything.
But really the runway kind ofbroke down into three phases.
I did a list growth and a warmlead runway in the sense of, I
used a messaging guide.
(13:56):
It was an opt-in, um, that wasvery much directly tied to the
core concept of what this.
Course was going to be about,um, which, and even really
before that, before I even madethe messaging guide, I did a
couple weeks of me testing outcarousels on my Instagram feed.
And I noticed that my highestperforming content was around
(14:17):
messaging.
Every time I did a carousel thatbroke down some attribute of
messaging, it would perform like10 times better than all of my
other posts in that sametimeframe.
And that was a, that was a earlyindicator that, hey.
Your audience is really cravingthis type of content, and I
think for me, instead of measking my audience, Hey, do you
guys want me to create amessaging course?
(14:39):
Instead of me asking myaudience, I start framing the
conversation through my contentand I pay attention to the data
and how people react and respondto the content, which really
influences whether or not Ichoose to move that idea.
Forward into an actual offer, orif I choose to move that angle
of messaging into a coremessaging component of how I'm
(14:59):
like shaping the conversationand the narrative when I'm
during a launch.
So I did a few posts aroundmessaging and there was one that
really took off about themessaging shifts that you have
to change when you're going froma thousand dollars offer to a
$10,000 offer and that carouselperformed so well.
So that was like an earlyindicator.
I did a few weeks of justtesting messaging around a
(15:20):
potential idea of what the offermight be.
Okay.
So that, that those carouselsand Instagram content and the
feedback I got from that is whatled me to then turning that
carousel that performed reallywell into an opt-in.
So I took the, the, basicallythe core components of that, um,
carousel and I flushed it out alittle bit more, um, giving some
(15:40):
more, you know, context that wasnot able to be included in the
actual carousel.
And that became a messagingguide opt-in.
Um, which I'll break down.
So that was all part of thewarmup.
There was probably about threeweeks of me just building up,
uh, an interest list based offof messaging and that messaging
guide that was an opt-in to getpeople on my email list.
(16:02):
Once I did that, I went into await list phase, and this was
something that worked really,really well is that this was
really, again, getting thesewarm leads to identify that,
yes, I'm interested in thisspecific thing and like
nurturing my high interestleads.
So I did a full month of drivingpeople to the wait list for the
course and the incentive, I gavean incentive for people to join
(16:23):
the wait list, which I do thinkis really a smart thing to do,
especially right now.
Instead of just saying, Hey,join my wait list, which you
totally can do.
I knew I had a longer runway, soI wanted to create some
incentive as to why somebodyshould join the wait list.
And the incentive that I gave isthat when you join the wait
list, you get early access tolesson one of the course.
So that to me is like a highinterest lead because they're
(16:46):
not just joining the wait list.
Maybe because they're, and theymight be nosy, but it's like
they also now get a taste ofwhat the offer is going to be
before they have to buy it.
And I think that that is, again,something in this trust
recession.
And with AI and with digitalcourses, like, and, you know,
every, you know, there's just somuch information.
So many people have bought somany digital courses that
(17:06):
they've never used and nevereven opened up, which again,
contributes to their perceivedrisk as like, should I buy this
course when I know that I'vebought other courses and haven't
even looked at them yet?
That way I at least was able togive people a taste and also
build that trust.
'cause they're able to see a, ataste of what their course is
going to be like before theyeven buy it.
So that was a really effectivestrategy.
(17:28):
And then I did a one week opencart that was direct sales and
direct conversion focused.
So it was like a social contentkind of validating the concept,
a lead magnet to kind of getwarm leads and kind of see what
that warm lead pool was gonnabe.
A month of wait list that waswith that incentive of early
(17:49):
access to module one and thenopen cart for one week.
So those are the three phasesduring that 90 days, and this is
what worked kind of even moreand further.
So the messaging guide, again,that was a prequalification tool
to validate the idea and get,get those first initial hand
raisers and that eight, eight,about 9% of the people who
(18:10):
downloaded that messaging guideended up buying the course.
So not huge in conversions, butit did support it.
Now, the thing that really didpop off was the wait list.
14% of people who joined thewait list converted.
But the thing that even kind ofopened my eyes even more is that
when we sold the course.
(18:31):
There was also a mini mindupgrade where you could pay
another thousand dollars and youcould join a live messaging mini
mind, which was three groupcoaching calls.
79% of people who purchased theMini Mind upgrade were also on
the wait list.
So when I talk about reallynurturing my warmest leads and
(18:51):
those high interest leads, thatthose high interest doing the
wait list, those high interestleads were the eight, almost
seven, almost 80% people whobought the Mini Mind and
upgraded came from that waitlist.
So it's really not just aholding pin, your wait list, it
gave early access to lesson one,which was game changer, but it
like.
The most interested people whopaid the most money and chose
(19:12):
the upgrade also came from thatemail was really big for me this
time as well.
Um, since coming back fromsabbatical, I've really wanted
to leverage my email list morestrategically.
'cause over the years I havenot, and that was also part of
the test tier to see like how,how much, you know, sales wise,
where sales were coming from.
So 55% of my buyers came from myemail list.
(19:34):
And that just means that 55% ofpeople who bought clicked at
least one email that sent themto the sales page.
So I wanna, you know, highlightthat.
I feel like email was a reallybig strategy here and doing the
wait list.
And, you know, if we look at thewait list, about 14%, the
messaging guide, 9%, um, youknow, a little over 20, you
(19:56):
know, about a quarter of salescame because of a wait list in
the messaging guide.
So that warmup part of theprocess was really important.
And I really layered thecontent, so I mirrored my
Instagram posts.
I really tested all of themessaging for the launch through
Instagram, primarily carouselsand my Instagram, uh, stories,
but primarily in my Instagramnewsfeed posts and my carousels,
(20:18):
and a handful of reels.
The content that performed thebest, I took the same messaging
from those posts and turnedthose into emails.
So it was really a mirrored,there was a lot of like healthy
repetition.
After the messaging was alreadyvalidated on social, I also used
Instagram stories to help conyou know, uh,'cause I know my
warmest leads are watching mystories.
(20:39):
I used those same conversationsand messaging that was working
in my stories, turn those intoemails.
And then also for a short periodof time, I leveraged my podcast,
I would do dynamic ads to sendpeople to the messaging guide,
dynamic ads to send people tothe wait list.
Um, and then dynamic ads whencart was open to send people to
purchase the offer.
So again, I just wanted tocreate kind of, uh, multiple
(20:59):
touch points in this ecosystem.
And again, I think we're in aday and age where it used to be
a time where you could have onechannel, send a few emails and
make, you know, have a sixfigure launch.
Now I look you need amulti-channel approach.
Um, and my multi-channel isInstagram, my podcast, and
email.
That's my like triangle, uh,effect of really where my
(21:20):
ecosystem is.
So that was what really worked.
There was one other metric thatI think blew my mind.
Okay.
Blew my mind.
Out of the people who visited mysales page and actually went,
clicked a button to go to thecheckout page, 84% of people who
viewed my sales page went to thecheckout page 84%.
(21:42):
I don't think I've ever seen anumber that high.
When I even shared that with oneof, uh, my, my, my business
coach, she was like, I havenever seen a number that high of
people who went from a salespage.
To a checkout page.
And I think that that wassomething very telling for me
that first and foremost therewas a high level of interest in
the content, in the offer, inthe solution that I was
(22:05):
providing.
Um, and there's some things I'mgoing to discuss in part two on
what I'll do differently nexttime, but 84% of people who
viewed the sales page.
Went to the checkout page thatlets me know the messaging on
that sales page was spot on themessage, like the positioning of
the actual offer was doing thejob that it was supposed to do,
like that was bananas.
So those are some high levelthings that worked really well.
(22:28):
Um, a few other things that Idid is that towards the end of
the launch, I included a Loomvideo as a quick walkthrough of
the course, like probably 48hours before the launch closed.
Nearly one in five people whowatched, bought the course.
And again, I think this justgoes to show people want to know
what they are buying withouthaving to take the risk of
purchasing it and then not beingable to get a refund.
(22:50):
'cause most of us sellingdigital courses have a no refund
policy.
So people wanna see what theyare going to get.
And I really try to do that inmy content as well, um, in my
storytelling, in my emails, butthen through the wait list with
early access to module one, butalso like show people what
they're about to get.
So I recorded a Loom video.
I'll talk about what I'll dodifferently next time about
(23:11):
that.
And the other thing that reallysurprised me too is that about
52% of people who bought werefirst time buyers to me.
Which also means 48% of peoplewho bought have purchased from
me before.
So there was, I think it waslike a, you know, that was a
good mix of people who werefamiliar with me, who had never
purchased from me before, um,and kind of what their buying
(23:32):
behavior was.
So, I, you know, I think that'sa pretty good tell that the
messaging did a good job ofgetting people who didn't know
me or have never purchased fromme before to get'em to trust me
to want to buy.
But also it let me know too,that this is very much aligned
with my existing audience andlike an issue that they have.
Even if people have bought fromme before that this would be a
reason why they would buy again.
Um, the other reason too, Iwanna say what worked in regards
(23:55):
to why I picked this topic as acourse, and this is a bigger
business model conversation thathas been coming up a lot inside
of the messaging mini mind.
If you are selling multipleoffers, especially if you're
around those critical revenuethresholds in your business like
that, 150 to$200,000 and thenagain at about 350 to$400,000,
(24:17):
those are like criticalthresholds in business revenue
where like fundamentally, yourbusiness model needs to change
in order for you to get to thenext threshold.
And one thing that I did notice.
For myself, part of the reasonwhy I picked this topic is
because private one-on-one rightnow is the nucleus of my
business model.
So any offer that I sell needsto be in service of.
(24:37):
What my most qualified lead isnavigating and dealing with as
it relates to them being aprivate one-on-one client of
mine.
So part of the reason why Ichose to do market like a CEO
and chose messaging as thesolution that was being sold in
the offer, it is also because itis a core issue that many of my
private one-on-one clients have.
And if we can fix this issue, itmakes somebody.
(25:00):
You know, it, it contributes tothe qualification and, um, the
alignment of one a one-on-oneclient would need if they would
wanna work with me.
And I think that that issomething that, you know, if you
do want me to kind of talk aboutthis more in depth, send me a DM
on Instagram or leave it in thepodcast review.
Um, when you publish that on, onApple Podcast, or leave it in
the comments if you're watchingon YouTube, because I do think
(25:20):
there's a bigger conversationabout how do you structure your
offers to support.
Your overall revenue and supportyour business growth.
But how do you do it in a waywithout causing confusion in
your messaging?
Because when you have multipleoffers that are not really
structured together in anappropriate manner, it makes
your messaging very, verydifficult to do and it
convolutes your marketingefforts.
(25:41):
So that was something else Iwanna make sure that I highlight
of what worked is I picked atopic that's still very much
correlated to what my privateone-on-one clients would need,
and what would qualify somebodyto be a private one-on-one
client with me.
But it really builds that in.
Like somebody can take marketlike a CEO, go through the
course and be like, okay.
Kind of, regardless of where,what season of business that
(26:03):
they're in, it just contributesto why they would want to work
with me privately, one-on-one,it doesn't distract from that.
Um, so those, those are some ofthe metrics that worked and what
worked really, really well.
The other thing I thought wasreally interesting was the pace
at which clients were able tofinish the course.
I mean, within, like, I don'teven know a week.
24% of people who bought thecourse finished it.
(26:26):
And I am really proud of thatbecause one, when they finished
the course, I had feedbacksubmission forms in there, five
star reviews across the board.
People were leaving the mostbeautiful reviews.
And I think part of the reasonis, is because I created the
course to be in a, in a, in away where it can be really
digested in about three hours.
Um, but it was very, like everymodule really built upon each
(26:48):
other.
There was a decision that you'dgot, you had to make at the end
of every single module.
So it was very action orientedand it really allowed people to
take what they were learning andimmediately apply it versus
feeling like they were justgetting three hours of a lecture
and still didn't know what to dowith it.
And that was really the feedbackthat I got, uh, about how.
It things finally started toclick for people.
(27:09):
They were able to get outtathese like content ruts that
they had been in where they kindof lost touch with their
messaging, didn't know what tosay anymore in their marketing.
So I'm really proud of that.
Um, so those are some of themetrics that really stood out in
the things that surprised me.
And the final thing I wannareally talk through is like the
emotional side and personalreflection.
So what felt harder than Iexpected?
(27:31):
Honestly, like this launch wasprobably one of the lightest
launches I've ever had.
Um, and I think it reallycontributed to a lot of what I
just shared at the beginning ofthis about, you know, there
wasn't this pressure to perform.
I was totally detached from theoutcome.
I was like, if one person buysthis and it, and it makes them,
you know, gets them the resultthey were, I'm hoping this will
get them.
(27:51):
I'm satisfied if my privateclients can take this.
And it helps them.
Speed up their ability to learnwhat we're trying to navigate in
a private one-on-one.
This is a success.
Um, so I think that me being ina very steady place in my own
business, in a very stable placein my own business and creating
and launching from that was areally beautiful thing.
Um, the other thing that feltdifferent was like leading a
(28:14):
launch without the dopamine hitsof like the old dopamine that I
would get from quick sales.
There were a lot of quick salesthat happened during this
launch, like.
You know, and it feels reallygreat to see those strike
notifications pop up on yourscreen, but my identity has
shifted in my relationship to mybusiness, and it felt really
good to see those strikenotifications and to not be sent
(28:38):
into this extreme high.
Like, yes, I was happy andjoyful every time somebody
bought, I wrote your name downon a post-it note and put it up
on, on, you know, on my wall, inmy office.
And it was a celebratory thing.
As I hit certain metrics, Iromanticized that and I had like
rewards for me at the differentmilestones that I hit.
(28:59):
But it wasn't like this, thisdopamine high.
Like I think how I used tolaunch, when a sale would come
in, I would shoot up through theroof, but if there was one day
and I sent out an email and asale didn't happen immediately,
I would go down to a deep low.
It was like literally like ahigh, you know, like you're, and
then you're like, you know, onwithdrawal like, and I think
(29:20):
that that was something that myrelationship to this launch was
very different.
I think that has a lot to dowith like me going on sabbatical
and all this work that I've beendoing, being in a steady place.
Having a different relationshipwith my business is that good
things can happen and I stillfeel pretty neutral.
Things can go, maybe not asexpected, and I still feel
pretty neutral versus me likehaving these like wild emotional
(29:41):
rollercoaster whirlwinds.
And I think that's a hugetestament to my own growth,
which I'm really proud of.
The mindset shifts that I madeduring this launch is like one,
be willing to be seen tryingagain.
I think as an establishedbusiness owner who has built a
reputation for herself.
Who, you know, I think, um,doing something different that
(30:02):
I'm not used to doing, selling alower ticket offer, which is
like really counterintuitive toa lot of the core messaging
about what I've taught in thepast.
You know, there is a little bitof like, hesitation around that,
but I was like, be willing tosee, be, be willing to allow
yourself to be seen trying andlet go of the ego.
Let go of this.
(30:23):
You know, reputation or whateveryou've kind of tied yourself
into in this box you've putyourself in.
Do what feels good, do what youbelieve is going to be in
service to your audience and toyour existing clients and create
from that place.
And I think that that was areally good exercise for me.
Um, the other mindset shift thatI had go here was, you know,
(30:43):
really just like trusting thelong game, like.
I, I think that in eight yearsof business really does teach
you that like things do nothappen overnight.
And you, you know, I thinkbefore I used to look at my
business in a week by week,month by month thing, I now look
at the business at, in like sixmonth, one year, two year
chunks.
It's like me testing this outtoday is going to be
(31:04):
influencing.
And quite honestly, part of thereason why I am testing this out
is'cause I'm like familyplanning.
Like, no, I'm not pregnanttoday.
But I'm thinking about the nexttwo or three years, what is my
business model going to looklike?
And I'm like using now as atesting ground to see what is it
like selling a digital course?
How does that feel?
You know, is this my, this, willthis potentially be an offer or
(31:25):
a lever that I can pull twoyears from now when I'm on
maternity leave or somethinglike that.
Um, and I think that that issomething that, again, my
maturity as a business owner hasevolved.
That neutrality and my emotionalregulation hit it.
It contributes to that.
And again, I'm in a steady,healthy place in business where
it's like all those things kindof together gives me the calm
and the peace and the ease andthe exhale to, to be able to
(31:47):
play a long-term game versusfrantically doing things month
by month, week by week.
'cause I'm trying, you know,'cause you're stressed out and
you can't even.
You don't even have theemotional regulation or your
nervous system cannot handle youthinking that long term or
making decisions today that willimpact you that long term'cause
you're just trying to getthrough this next week or this
next month.
(32:08):
Um, probably one of the biggestwins here is just staying in
integrity and in alignment.
Um, even if it felt quoteunquote slower than how I
would've perceived like thistype of thing a couple of years
ago.
And I think that that alsoreally was felt by my audience.
Um, the clients that are in themessaging mini mind, like I'm
still getting dms from peoplewho are finishing the course or
(32:29):
who are in the messaging minimind with me, just thanking me
for creating this offer and themjust noticing a difference in my
own energy.
Like one of the per uh, peoplewho bought the course message me
afterwards and she was like, Ireally hope you do a debrief.
Because you felt like thislaunch witnessing, you felt like
you were at such ease.
And I'm like, I'm really proudto say that that was true.
(32:50):
You know, I think a lot of thetime we see people do launches
and it like, are they at ease?
You know, they're portrayingthat, but behind the scenes, you
know, it's chaos and it's a shitshow and there was no shit show
over here.
You know?
It was just easeful.
It was well paced out both forme and I think for my audience,
and that led to reallysuccessful results.
(33:10):
So.
That's the high level overviewof what worked, really, what
surprised me, and what I'm mostproud of for this launch.
Um, in the next episode, parttwo, we're gonna get into the
real about what didn't work, themistakes I made, what I would do
differently next time.
So you can skip the headaches,hopefully learn something from
me as well.
Um, but I can't wait to see youin that, you know, chat with you
(33:30):
in that next episode.
And then also, if there'sanything that you've learned or
if you have any takeaways oradditional questions, please
feel free just to send me a DMover on Instagram.
I would love to continue theconversation, but I will see you
in the next.
Episode just breaking down whatI would do differently, what
didn't work, and I can't wait tosee you there.
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